The Bounty brand has come a long way since it started giving out promotional packs to new mothers in 1959. In November, the Canadian online media company Kaboose paid £70m for the firm, planning to push the Bounty.com brand further into the online space to sit alongside BabyZone.com, ParentZone.com, AmazingMoms.com and the rest of Kaboose's fleet of parenting sites.
It's a multi-million pound sector and one ripe for niche social network. Andrew Thomas heads up e-business and customer services for Bounty - so what's in store for Bounty.com?
Andrew Thomas, director of customers services and e-business at Bounty
• Explain your business to my Mum and in no more than 140 characters.
"Bounty is the UK's favourite club with over 3 million members and the leading family destination online in the UK. Three generations of mums have relied on Bounty to provide the latest information and samples to make their lives easier. Practically every mum and grandma in the country has heard of Bounty.
• How do you make money?
"Through offering brands and companies the means to reach new parents to promote themselves, include press advertising and online promotions as well as sampling, product detailing and data. We also offer added values services direct to consumer including baby and nursery photography and financial services.
• What's the weirdest business experience you've had so far?
"Having to trek up one of the highest Lake district Peaks in the snow in the middle of winter with my creative director to get an advertising pitch brief. It was for Berghaus and I have the photographic proof."
• What's your background?
"I joined Bounty in 2005 to develop their e-business practice and capitalise upon the leading online meeting point for mums in the UK. I have over 20 years experience in marketing at agencies and set up McCann UK Network's digital operation in 1999 and was responsible for helping brands such as Sainsbury's Bank, Thomson Holidays and Magnet migrate their marketing spend online and develop significant digital propositions.
"I also spent five years as a captain in the British Army which has proved very useful for motivating people and getting the job done."
• How many users do you have now, and what's your target within 12 months?
"Online we have in excess of 650,000 members of our club with over 19 million pages viewed each month. Our target is to grow membership to 1 million in the next 12 months."
• What's your biggest challenge?
"Keeping pace with the changing demands of young family life and ensuring that we deliver the things that will genuinely make a difference."
• Who is your competition?
"Other parenting-focused sites. That's why we must consistently offer the best and most engaging advice and information for mums and keep a community that's lively and supportive."
• Are you the next big thing?
"We have always been the 'next big thing' for mums - we just need to make sure she knows that when she realises she is pregnant."
• Where do you want the company to be in five years?
"To have Bounty brand presence in every English - speaking country!"
What do you think? Does it have legs? Is it hot, or not?
